Instagram tests 90-minute videos as long-form race heats up

Instagram is testing videos up to 90 minutes long with select U.S. creators, letting short Reels link straight to full podcasts, interviews and shows, with plans to expand to tens of thousands of creators. It lands as YouTube holds roughly 14% of U.S. TV viewing, per a Digital Music News analysis. The takeaway for indies: long-form is where loyal fans are made, so cut every interview or studio session into clips that point back to the full piece.